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| Author: | Dholakia, U.M. Morwitz, V.G. |
| Title: | The scope and persistence of mere-measurement effects: Evidence from a field study of customer satisfaction measurement |
| Journal: | Journal of Consumer Research
2002 : SEP, VOL. 29:2, p. 159-167 |
| Index terms: | Consumer behaviour Consumer satisfaction Measurement Research |
| Language: | eng |
| Abstract: | Self-generated validity research has demonstrated that responding to survey questions changes subsequently measured judgments and behaviour. This paper examines the scope and persistence of the effect of measuring satisfaction on customer behaviour over time. In a field experiment conducted in a financial services setting, it is hypothesized and found that measuring satisfaction (a) changes one-time purchase behaviour, (b) changes relational customer behaviours, and (c) results in effects that increase for months afterward and persist even a year later. These results raise questions concerning the design, interpretation, and ethics in the conduct of applied marketing research studies. |
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